. >> reporter: example, coca- cola's ad. click on their site to watch it and decide who wins the race and how the commercial should end on super bowl day. so the viewer sees the commercial and coca-cola didn't pay a dime. you have a chance to be talked about in a way you don't if you're advertising somewhere else. mercedes wednesday leaked its ad today. encouraging the buzz. thousands of likes and dozens of comments about the suggestive commercial. >> missed a spot. >> reporter: the commercial that started all the buzz, that was the 1984 apple commercial. a one minute long vision introducing the new macintosh computer. it cost $900,000 and aired only on that one day. it's considered one of the most successful super bowl ads ever. >> nice car. >> good, i'm glad you noticed. >> i got the message. you know, a lot of people just watch for the ads too. there are people who don't care about the game. >> but not this year. >> that was the right answer. >> we are sending a team reporters to new orleans. dennis o'donnell, vern glenn